VMSD - April 2012 - (Page 22)
Sun City, Fla.
Slow Down, Fast Food
McDonald’s is changing the golden arches to golden architecture, one upholstered booth at a time.
By Steve Kaufman, Editor At Large McDonald’s, the company that put “fast food” on the map 57 years ago, now wants to become the place to linger, relax and slowly enjoy time. A massive undertaking is renovating nearly all of the company’s 13,000 U.S. locations, at a rate of 1000 a year. It’s anticipated that 75 percent of them will be completed by the end of 2015. The finished units are comfortable, bright, colorful, open, inviting and – perhaps most important of all – modern. “In 1955, McDonald’s was America’s most modern and innovative brand,” says Francesco Cordua, director of U.S. retail experience. “True to our roots, we’re driving a reimaging effort that will return us to those original parameters.” While over the years it has added such interior elements as children’s play areas and flatscreen TVs, Cordua says McDonald’s is still often seen as a place to order quickly, grab the tray and rush through the meal. The new idea, he says, is to enhance the experience after diners have ordered their meals. “We want diners – whether families with children or businesspeople having an informal meeting – to feel
Richardson, Texas
22 APRIL 2012 | vmsd.com
COU RT E SY OF M CDO NA LD ’S CO RP. , OAK B ROO K , I LL .
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Table of Contents for the Digital Edition of VMSD - April 2012
VMSD - April 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
Slow Down, Fast Food
Hitting the Hut
Fresh Thinking
Lace Up Your Boots
The Power of the Figure
Showroom
Showroom
Ad Index
Checking Out
VMSD - April 2012
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